THE EFFECT OF BUSINESS COMPETITION LEVELS ON CUSTOMER SATISFACTION AT STREET COFFEE BUSINESSES IN CIREBON CITY
Keywords:
Level of business competition, Customer satisfaction, Street coffeeAbstract
The rapid growth of the street coffee business in Cirebon City has led to increasingly intense competition, requiring business owners to continuously improve product quality, service, pricing, location, and innovation to ensure customer satisfaction. Although various studies have examined the factors influencing customer satisfaction at coffee shops, research specifically addressing the impact of business competition levels on customer satisfaction at street coffee businesses in Cirebon City remains limited. Therefore, this study aims to determine the effect of the level of business competition on customer satisfaction at street coffee businesses in Cirebon City. This study employs a quantitative method using a survey approach. The independent variable in this study is the level of business competition, while the dependent variable is customer satisfaction. Data were collected through the distribution of questionnaires to 62 respondents selected using purposive sampling. Data analysis was conducted using validity and reliability tests, simple linear regression analysis, and hypothesis testing with the aid of IBM SPSS. The results indicate that the level of business competition has a positive and significant effect on customer satisfaction, with a significance value of 0.000 (<0.05). The business competition level variable explains 59.3% of the variation in customer satisfaction, while the remaining 40.7% is influenced by other factors outside the scope of this study.
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Copyright (c) 2026 Laila Azzahra Anggraeni, Michele Michele (Author)
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